To promote the opening of a new bank building, and consequently to increase deposits.

Strategy Execution:

The advertiser desired to initiate a low-key, relaxed campaign directed to a small community, the majority of whose members were farmers and cattle ranchers. Therefore, this affiliate of a major bank holding company sponsored an “Ice Cream Sun Day” (the title of this event reflecting its name). Newspaper and radio advertising invited the community to the ice cream social. Upon arrival, bank officers (who did not attempt to sell the bank’s services) greeted the guests; they were then served ice cream in plastic sundae bowls imprinted with the bank’s logo. The bowls were theirs to keep after the event, and jars of ice cream toppings were offered as drawing prizes.

Results:

A crowd of 2,000 (double the amount anticipated) attended the event despite the terrible weather conditions (including a downfall). The promotion was credited with helping the bank to achieve a ten percent increase in deposits, while one-third of the other banks affiliated with the holding company were showing a decline.